Several delegates said that North Wales should have higher ambition and work towards being recognised as the adventure capital of the world.

Ms Startin added: “All sectors of the adventure market now need to work closely together to draw down more funding and there should ideally only be one vision for all those involved in the outdoor sector.”

Visit Wales activities manager Jim Embrey told delegates the reputation of Wales is enhanced by the excellence of the tourism products, including outdoor recreation, on offer to visitors.

He said: “We are trying a new way of working and have appointed nine champions to help promote adventure, business travel, culture, fishing, food, golf, sustainable tourism, mountain biking and walking.”